Is It Time to Rethink Your Brand?

Is it time to rethink your brand?

It’s the beginning of a new year. This can be a good time to reflect and identify what you want to do in 2019 that can make a difference for your business. You could reevaluate your marketing activities, but perhaps there is something more important to assess. Something that will, in the end, dictate all your marketing activities and even the customer you target. It’s your brand.

Your brand is your most important asset. It reflects your values and the value proposition to your patients, clients and athletes. It’s not just a fancy logo, but the heart of your business and should be treated as such. The term “brand” stems from the custom of burning marks on cattle by their owners in order to differentiate them from animals of other herds. Similarly, your brand should differentiate your practice, your services, and your team from your competition. Is your brand able to do that? If not, how can you change that?

As pointed out earlier, a brand is not just a logo or name. It summarizes the core value of your business and should define almost every aspect of your practice such as the behavior of your team, the layout of your office, your website, your social media content, etc. How do you identify your brand and the values it should portray?

These following questions might be able to help you with that:

  • What are you most passionate about?
  • What values are important to you?
  • What do you want to be known for or what is the first thing you want to be associated with?
  • What do you want to be referred by to others?
  • What could make you different from other providers?
  • What type of patients do you connect easily with?

Brainstorm answers on your own and try to be as honest as possible. Then discuss your responses with somebody that knows you well or even with your team. You might end up identifying that you are most passionate about sports injuries and love working with athletes. That would make you a more sports-specific practice and you could build your brand around that. You might also understand that you value things like reliability and empathy, which will help you to focus your staff selection and training. Or you might figure out that you love helping patients live healthier lives through lifestyle changes and movement and want to try to position yourself as a wellness practice.

Once you have defined your brand with its specific values and the value proposition for your patients or clients, it is of utmost priority to document them and be consistent about them. They must be omni present and should only be adjusted when absolute necessary. Building a strong brand takes time and persistence. You can also do ‘reality checks’ by asking your patients what values they associate you with. If they don’t see and feel them, you need to work harder on living them.

Start owning your brand and defining your future!

We wish you a healthy, happy and successful 2019,

Your WebExercises Team

The WebExercises Story:
WebExercises was created by clinicians who wanted to find a better way to help patients succeed with their exercise rehabilitation programs. As clinicians we are limited with time therefore WebExercises was developed to efficiently design home exercise programs. We offer an engaging patient experiencethat can be monitored virtually by the clinician keeping your patients motivated outside of your office.  Since 2005 we have delivered over 20 million exercises saving clinicians time and improving patient adherence. To find out more how WebExercises can improve your practice call us 866-411-4825 or visit

Like what you saw? Sign up for our newsletter to receive useful tips & special offers.

Friederike Aprea

Author Friederike Aprea

Rike (Friederike) Aprea, MA, CPT, CES, BCS is the VP of Business Development and Marketing Strategy at WebExercises. She previously worked for Reebok, BMW, and the Adidas Group in the US, Asia and Europe. She is also a NASM certified Behavior Change Specialist.

More posts by Friederike Aprea